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Wednesday, April 17, 2013

ASEAN Super League offers World Sport Group potential fallback

Plans to launch an Association of Southeast Nations Football
Federation (AFF) Super League with Singapore-based World Sport Group (WSG) as
its marketing partner come against the backdrop of an Asian Football
Confederation (AFC) presidential election that could put the company’s $1
billion marketing rights agreement with the Asian soccer body in jeopardy.

The new league would be independent of AFC competitions. It
would initially kick off in 2015 with eight franchise teams but would likely
grow to 16. Major Southeast Asian soccer nations, including Thailand, Malaysia,
Indonesia and Singapore would have a limited number of franchises to ensure
that upcoming countries like Laos and Myanmar are also represented.

AFF council member and AFC vice-president Prince Abdullah
Ibni Sultan Ahmad Shah told Reuters that "the AFF has agreed to further
develop the proposed concept of the ASEAN Super League together with World
Sports Group to be presented to the AFC in the near future.’ The AFF needs the
AFC to ensure that the winner of its Super League can compete in Asian
championships.

Sources said WSG had approached AFF to be the Super League’s
marketing partner. “They have a long-term relationship with the AFF and are
trusted by the member associations. We asked them to come up with something
that works. We made clear to ESH that this is not about money, it is about
improving national leagues and clubs,” one source said.

The sources said the league was part of a greater effort to
empower regional associations and win AFC recognition. “We have been discussing
the super league for years in an effort to develop our profile. We have zero power. Unlike FIFA or the AFC,
we can’t compel member associations to do anything. It’s a way of developing
training academies and making clubs self-sustainable so that they are not just
a billionaire’s vanity project,” one source said.

AFC insiders suggested that although the value of the Super
League’s revenues was likely to fall short of those of the AFC that are
generated primarily by East Asian nations such as Japan and South Korea, it
could constitute a fallback position for WSG should the company lose its Asian
contract.

Sources pointed to the financal success of the AFF’s Suzuki
Cup as well as the commercial potential of soccer in countries like Indonesia
and Singapore.

At the same time, the West Asian Football Federation (WAFF) recently put out a
tender to replace WSG as its marketing partner after the Singapore company’s
contract expired. WAFF is believed to have received several competitive offers.

WSG’s AFC contract is an issue in the AFC presidential
campaign that centers on questions of greater transparency, accountability and openness
after two scandal-riddled years involving allegations of financial
mismanagement and corruption under the leadership of its disgraced and banned
former president, Mohammed Bin Hammam.

Of the four presidential candidates in the May 2 election --
Yousuf al Serkal of the United Arab Emirates, Worawi Makdudi of Thailand and
Hafez Ibrahim Al Medlej of Saudi Arabia and Bahrain Football Association head
Sheik Salman bin Ibrahim Al Khalifa --, Mr. Al Serkal has gone the furthest in
promising reforms that could affect the WSG contract.

The UAE soccer executive unveiled earlier this month a
platform that promises to publish “all allowances and benefits given to me by
the confederation, and expenditure incurred by my office,” establish a
whistle-blower hotline encourage the exposure of wrongdoing, make all the AFC’s
commercial contracts available to its members for scrutiny, and hire auditors
to look at current agreements.

Mr. Al Serkal stopped short of saying that he would
implement the recommendations of a PricewaterhouseCoopers (PwC) audit that last
year concluded that Mr. Bin Hammam had used an AFC sundry account as his
personal account and that raised questions about the negotiation and terms of WSG’s
master rights agreement.

The audit noted that the contract had not been put to tender
and questioned its terms as well as payments made to Mr. Bin Hammam by a WSG shareholder
in advance of the signing of the agreement. It advised the AFC to seek legal
advice for possible criminal or civil charges against Mr. Bin Hammam and to
ascertain whether the contract with WSG could be renegotiated or even
cancelled.

Mr. Al Serkal’s foremost opponent, Sheikh Salman, widely
viewed as a frontrunner because he is backed by the Kuwaiti head of the Olympic
Council of Asia, Sheikh Ahmad Al Fahad Al-Sabah, insisted in a meeting with
reporters in Dubai on Tuesday that he too would address the issues raised by the
PwC audit but provided less specifics on how he would go about it.

''If there was wrongdoing in the past, it has to be
corrected. If I succeed on second of May, we need to keep our (member
associations) and FIFA aware of all the wrongdoing in the past and how we can
correct things. The most important thing is to have Asia united again.''

Sheikh Salman, a member of the Bahraini royal family who
besides running for the AFC office is competing with Qatar’s Hassan al-Thawadi
for a seat on the executive committee of world soccer body FIFA, seemed equally
interested in arguing that the AFC presidency should automatically grant him a
seat on the FIFA board should he be elected.

The only candidate who is not associated with Mr. Bin Hammam,
Sheikh Salman focused much of his reform agenda on fighting match fixing in a
region that is at the center of the distortion of the beautiful game. He said
he would have zero tolerance for offenders and would enlist the help of
governments.

"I think people have sensed the wind of change. I think
I represent the new face of Asia. People who want to vote for the change, the
choice is clear. If people want to leave matters as they are, they have the
right to do so. I think for the last few years it's been like a roller-coaster
up and down that the AFC has suffered. I think it's time to steer the ship to
calmer waters… We want a clean AFC, we want to do the changes that are needed,
the transparency," Sheikh Salman said.

Tweeting on social media platform Twitter, Dubai-based
Associated Press sports reporter Mike Casey described Sheikh Salman’s notion of
transparency when asked by another reporter about the arrest two years ago of
three Bahraini national soccer team players for having participated in a
popular uprising that was brutally squashed.

Sheikh Salman has systematically refused to comment on the
fact that the players were denounced as traitors on state-run television,
allegedly tortured and charged. The charges were ultimately dropped under pressure
from FIFA.

"My response is let's talk about football and leave the
political side to the other people who deal with that. We hear reports a lot
from all sides and I am here to talk about the elections. I don't want to talk
about these matters because the moment you talk about it, it opens the door. Since
I have been in charge of football here in Bahrain, we always leave religious
and political matters and views outside to try to focus on the game,” Sheikh
Salman said in Dubai.

The nexus of sports and politics in Bahrain was however
evident this week with members of Bahrain's village-based February 14th
Coalition youth movement exploding a series of non-lethal devices in protest
against Bahrain’s Formula One Grand Prix. The attacks dubbed Operation:
Ultimatum 3 followed mass demonstrations against this week’s staging of the
race at a time of continued political and social strife organized by Bahrain’s
official opposition that included a 1.6 kilometer long stretch of protesters
blocking a key highway.

At least one other reporter was barred from attending the
news conference because of critical reporting on Bahrain.

James M. Dorsey is a senior fellow at the S. Rajaratnam
School of International Studies, director of the University of Würzburg’s
Institute of Fan Culture, and the author of The Turbulent World of Middle East
Soccer blog

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About Me

James M DorseyWelcome to The Turbulent World of Middle East Soccer by James M. Dorsey, a senior fellow at Nanyang Technological University’s S. Rajaratnam School of International Studies. Soccer in the Middle East and North Africa is played as much on as off the pitch. Stadiums are a symbol of the battle for political freedom; economic opportunity; ethnic, religious and national identity; and gender rights. Alongside the mosque, the stadium was until the Arab revolt erupted in late 2010 the only alternative public space for venting pent-up anger and frustration. It was the training ground in countries like Egypt and Tunisia where militant fans prepared for a day in which their organization and street battle experience would serve them in the showdown with autocratic rulers. Soccer has its own unique thrill – a high-stakes game of cat and mouse between militants and security forces and a struggle for a trophy grander than the FIFA World Cup: the future of a region. This blog explores the role of soccer at a time of transition from autocratic rule to a more open society. It also features James’s daily political comment on the region’s developments. Contact: incoherentblog@gmail.comView my complete profile